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This business segment is new. Ten years ago, an online marketing agency was difficult to conceive. True, the internet existed, but not many marketing budgets had a line for 'SEO' or 'PPC'. There might be a line for 'website banner ad', but this is definitely not the case in India.
Today, our race is thriving. Everyone either has an online marketing agency or plans to have one. Businesses now have an 'Online Marketing Manager' and are even testing 'SEO Manager' and 'Affiliate Marketing Manager'.
Ten years from now, there may not be a search engine results page to compete for rankings. The web will be much more semantic, obtaining meaning not only from the content of a page, but also from the structure of the information arrangement.
The web can also be ubiquitous, with very blurry and / or thin lines between desktop, mobile, and appliances. Marketing to consumers will evolve and so will we.
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About 15 years ago, there was a time-honored professional called a stockbroker. Whatever the market was, the stockbroker was getting his share of it. Then came the electronic stock exchanges that charged very low margins.
The stockbroker had to reinvent himself. He now usually manages portfolios. He has to advise and he has to predict and he has to earn his commission on the performance and not on the transaction.
This industry will also be paid for performance alone and will have to adapt and learn new technologies. We will have to run very hard not to be left behind.
The devices will begin to communicate with other devices and with banks. Privacy laws will be stricter, but there will be a lot more data to play with. Customers can completely block unsolicited ads, but they will also start requesting in an informed manner.
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